UK retailer GAME has announced that it will launch its consumer show GAMEfest in the UK this September.

The announcement came during the UK Video Game BAFTAs, citing that GAMEfest will take place at the Birmingham NEC from September 16 to 18. Admittance to GAMEfest will be reserved for those with a GAME Reward Card.

In 2010, GAME held the first GAMEfest show in Madrid, Spain. This announcement marks the UK debut of the GAMEfest consumer show.